Tiger Beer Market Plan

7717 WordsFeb 8th, 201331 Pages

1. Executive Summary

Asia Pacific Breweries (APB) is the leading beer brewery in the Asia Pacific region. The company’s most iconic product, Tiger Beer, is notably one of Singapore’s most successful brands in the world and is valued at S$820 million.

The lucrative beer industry has attracted numerous foreign beers to vie for the market share in Singapore which is valued at S$562.7 million. As the beer industry in Singapore is reaching maturity, beer companies have to find innovative means to remain competitive to have a profitable share of the market.

Recently, there have been increasing trends of younger customers consuming alcoholic beverages. With improvements in economies, education and technology, younger…show more content…

(Asia Pacific Breweries Limited, Corporate Profile)

2.5 Market Trends

2011 proved to be a good year for beer, with a 7% total growth volume, amounting to 108 million litres. The demand for beer products continue to grow steadily with the escalating trend of social drinking in Singapore. Previously restricted to venues such as clubs and bars, beer products are increasingly being consumed at local coffee shops or hawker centres or being purchased off the shelf. (EuroMonitor International 2011, Beer in Singapore)

2.6 Market Prospect

Beer is expected to post a total volume CAGR of 4% to reach 130 million litres in 2016. As the social drinking scene in Singapore consistently expands, beer will be able to expect a steady growth. However, in years to come, Singapore’s domestic beer industry will experience a slowdown as beer in Singapore is reaching maturity. (EuroMonitor International 2011, Beer in Singapore)

2.7 Competitors

In 2011, local company Asia Pacific Breweries dominated the competition with a 64% volume share. This was due to the overwhelming popularity of its brand, Tiger, which had a 35% volume share. Tiger Beer faces strong competition, but can vie for higher market share through product differentiation. Other rivalry brands were Heineken and Carlsberg. The intensity of rivalry helps decide the extent of the value of brands and products in which will create head-to-head competition. It also

the Android and HTC Sense™ operating systems (HTC Annual Report, 2010). Focusing on smartphone market; devoting to innovation and design in the mobile phone industry; and committing to develop exceptional technology and products to cater for the diverse and exceed needs of users are HTC’s current brand strategies. In addition, HTC response to market changes fast and provides product choice to the market strategically. By uniting unmatched and creatively technology expertise of the smartphones to radically…

The Market. How should one think about market definition in the U.S. beer industry? Is there a single “beer market,” or are there several markets? If there are two or more markets, how would you identify them? How does demand substitutability and/or supply substitutability affect market boundaries in the industry? How high is demand substitutability and supply substitutability across segments of the industry, and in particular across the different markets you have identified?
We find two markets…

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Beer market in Spain
1.Environmental Analysis:
Porter’s 5 Forces:
Buyer Power: Buyer power is relatively strong in the beer industry. The recent financial crisis showed us that buyers are price sensitive. Also, the presence of many different brands and products give buyers a lot of choice. Therefore, sellers must differentiate their products or offer very competitive prices to remain profitable.
Supplier Power: Beer is made from malt, hops, water and yeast…

analyze the brand of Tiger Beer, the flag-ship product of Asia-Pacific Breweries Singapore, through SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis, competitors’ examination and its different marketing efforts by the company. This analysis is restricted geographically to the beer-consumption market in Singapore. Some recommendations are made at the end of this report with reference to the limits of the research for this paper.
Company Profile: APB and Tiger Beer
Asia Pacific Breweries…

Market Research Implementation Plan
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1932, Tiger Beer became Singapore's first locally brewed beer. It is a 5% abv bottled pale lager. As APB's exclusive flagship brand, it is available in more than 60 countries worldwide including the USA, Canada, Australia, New Zealand and various countries in the Middle East, Europe and Latin America.
] Distribution
▪ APB has breweries in Singapore, Malaysia, Thailand, Vietnam, Cambodia, China, New Zealand, Papua New Guinea, India, Sri Lanka, Laos and Mongolia. The company has a strong market share…

Japanese beer market is the world's fourth largest market after the US, Germany and China. Beer is considered to be a king in Japan accounting for over 70 % of all alcohol sold; while, contrary to common western belief, traditional sake is only second most consumed alcoholic drink in Japan with 14% market share. Despite being one of the largest markets in the world, development of the market has been rather unpredictable. Until 2001, the beer market has been shrinking mainly due to changing tastes…